Summer Nostalgia
Summer has a unique way of etching itself into our memories. Maybe it’s the distinct mix of scents and sounds that linger under longer days, or the joyful sense of freedom from school. Whatever the reason, nostalgia for summer remains a powerful motivator for so many.
I spent every summer of my early childhood at my grandparents’ house, where their backyard pool and crowd of cousins and friends promised the kind of chaos only a summer could hold. Our days consisted of children scattered around the yard, swarming back together for games and sweets. By late afternoon, the daily jingle of the ice cream truck would send us all sprinting barefoot across the lawn, clutching wrinkled and damp dollar bills. The orders may have changed, but the smiles and excitement never faded.
These simple, carefree summer days made up a core part of my childhood, and we still reminisce about them today. There’s just something about summer that crystallizes in your senses. Maybe it’s the sugar and the sun, or the heat that forces you to slow down and be more present. Whatever it may be, summer flavors perfectly showcase the incredible staying power of nostalgic offerings. I still feel more drawn to try a product I see on the shelf, or at a cafe, if it has a flavor that reminds of those sun-filled, joyful days.
The market for nostalgic flavors is a trend that shows no signs of slowing down. Flavors like orange creamsicle, birthday cake, cereal milk, and root beer floats continue to pop up across markets. From sparkling waters to protein powders, it’s more than just a retro aesthetic – it’s about comfort, connection, and storytelling. In a world that moves fast, there’s something grounding about a flavor that reminds you of being eight years old carefree.
Why these flavors work
Nostalgic flavors succeed because they’re emotionally resonant. They’re playful, often visually bright, and instantly recognizable. They tap into a sense memory before they even hit your taste buds. And part of what makes them so fun is how they can be so simultaneously broad and specific. We all have very different memories that make up our life, and yet they overlap in really interesting ways. Maybe you never personally ate churros as a kid, but every time you smell one you’re transported to the roller rink you’d spend weeknights at with friends.
Interestingly, of all our senses, smell triggers our memories and emotions more starkly than any other. And since it’s commonly cited that up to 80% of our perception of taste is due to smell, it’s no wonder that both taste and aroma are so powerful. Our noses have hundreds of scent receptors, allowing us to distinguish a trillion different scents! From there, sensory signals stop in the olfactory bulb before heading straight to the areas of the brain involved in learning, emotion, and memory. This is what enables scents to trigger memories so vividly and intensely.
In our travels we’ve found evidence of this trend all across the country. From a s’mores shop in Portland to a coffee shop in New Orleans aptly named Nostalgia NOLA, and countless menus offering homemade pop tarts, animal cracker lattes, and cereal flavored ice cream, this trend seems to be everywhere. At TasteWorks, we’ve also had so much fun working on flavors that lean into this space. A few of our recent creations include an expanded cereal line (think of any of your childhood favorites!), strawberry shortcake, root beer, and orange creamsicle. We’ve demoed a few different creations at shows too, like our recent banana cream pie flavored spread at the IDDBA in June.
The magic of these nostalgic summer flavors is that they transcend seasons. A popsicle might melt, but the way it made you feel doesn’t. That’s one of the true powers of flavors – they create little anchors in time. Which is why we don’t think nostalgic flavors will ever truly go out of style. So, whether you’re building the next dairy-free dessert or launching a sparkling beverage that’s as playful as the sunlight on water, don’t be afraid to lean into nostalgia. It’s timeless, delightful, and oh-so crave able.
Shared nostalgia
As I’ve gotten older, I’ve enjoyed hearing about favorite summer memories from others too. I feel as though it’s a little window into their personality and interests. We all have such unique stories embedded in our memories, that make up who we are today. All of the good, and all of the bad, mixing together to make each of us distinct. Next time you see me, I’d love to hear one of your memories – maybe it’s how your grandma always saved extra batter in the bowl for you to lick. Or the year you were finally old enough to ride your bike alone to your friend’s house, and how excited and independent that made you feel.
I think part of the reason that nostalgic flavors are so popular and permanent is because they bring up these memories. Though they seemed so simple in the moment, they build up to create a really beautiful life.
And if you’re wondering: yes, I do still chase down the ice cream truck when I hear it.
